R U OK? urges Aussies to check on their mates via Ogilvy and Mindshare
Ogilvy has partnered with R U OK? to launch a campaign for this year’s R U OK? Day, reminding Australians that there are ‘No Qualifications Needed’ to ask the simple, but potentially life-changing question, ‘are you OK?’.
R U OK? Day, which this year falls today, on the 8th of September, is a national day of action launched by the Australian non-profit suicide prevention organisation, R U OK? to remind Australians that every day is a day to check in with family, friends and colleagues.
‘Ask R U OK? No Qualifications Needed’ was developed by Ogilvy to reflect research conducted by R U OK? and fiftyfive5, which found that 4 in 10 Aussies feel asking someone, ‘are you OK?’ might be a conversation better had with an expert. The theme reminds Australians that there is a lot going on in the world right now that most people aren’t qualified to talk about, but that doesn’t seem to stop anyone. The idea reinforces that everyone has what it takes to start these conversations, and that we should be having them with people that we care about everyday.
“I think it’s a message everyone can relate to because we all think we’re experts in a range of things so why be reluctant when this is something we can actually do,” said Katherine Newton, CEO of R U OK?
“By having regular, meaningful conversations, we can help the people we care about feel supported before they are in crisis and, if that conversation does get too big for us, we can guide them to seek professional help.”
To bring this year’s theme to life, R U OK? has launched a contextual multi-channel campaign with the generous support of a range of production partners and creative talent.
Justin Kurzel from Revolver directed a 45-second film, with post-production by The Editors and Vandal. Kate Pullen from Jacky Winter illustrated a range of playful themes for contextual OOH and digital, and talent across major media platforms such as Foxtel, Kayo, Nova, Seven Network, Nine Media, Network 10 and News Corp will feature conversations around the campaign on the day.
“I can’t think of a more important subject than mental health in Australia right now,” said Toby Talbot, Ogilvy chief creative officer, AUNZ. “And to have such an iconic Australian director as Justin Kurzel help us bring the idea to life has been huge for all of us. A special shout out to all our production partners who showed us how much they care with their time and effort. Thank-you.”
‘Ask R U OK? No qualifications needed’ because a conversation could change a life. For support at any hour, call Lifeline on 13 11 14.
Credits
Creative & PR Agency – Ogilvy:
Toby Talbot – Chief Creative Officer, Australia & New Zealand
Chris Little – Group Creative Director
Robyn Ramsay – Copywriter
Luke Roxburgh – Art Director
Toby Harrison – Chief Strategy Officer, Australia & New Zealand
Michelle Holland – Managing Director
Taylor Feely – Senior Account Director
Jemma Marriott – Senior Integrated Project Manager
Cassie Floriano – Producer
Rob Spencer – Head of Broadcast Production
Tom Fogarty – Consultant
Lauren Williams – Account Coordinator
Louise Fennelly-Cook – Business Director
Heidi Rose – Client Partner
Natasha Lorenzini – Senior Consultant
Media Agency – Mindshare
Catherine Rushton – Chief Strategy Officer, Australia & New Zealand
Wayne Jarvis – Sydney Investment Lead
Client – R U OK?
Gennie Sheer – COO and Campaign Director
Amelia Gilbert – Brand and Marketing Manager
Dorran Wajsman – Art Director
Huw Bonello – Digital Engagement Manager
Rebecca Wood – Marketing Manager
Annabel Bowman – Media and PR Manager
Michele D’Aloia – Media Adviser
Michael Cheng – Animator (Freelance)
Production Company – Revolver
Justin Kurzel – Director
Michael Ritchie – Managing Director/Co-Owner
Pip Smart – Executive Producer/Partner
Alex Kember – Producer
Sam Chiplin – DOP
Post Production – The Editors
Liv Reddy – Head of Production
Lily Davis – Editor
Edel Rafferty – Colourist
Matt Edwards – Online
Post Production – Rumble
Illustrations – Jacky Winter Group
Anne-Marie Shelton – Producer
Kate Pullen – Illustrator
Casting – Nick Hamon Casting
Sound Design and Mix – Vandal
EP – Anna Greensmith
Sound Engineer – Nigel Crowley
TV Delivery – Adstream
Cinema Delivery and Mix – Edge DP
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